Why Young Mums Hold the Key for Advertisers
Young mums are a crucial part of our society; they’re also a crucial target for advertisers.
These women will be a key audience for ITVBe when it launches in October – here are seven reasons why they are gold for advertisers.
- Mums to be are digital natives and brands can make themselves hugely useful once their baby arrives. Morrison’s Kiddicare launched its first huge marketing drive by sponsoring ITV2 show Up All Night. That included Q&A sessions via social media and a ‘sleep surgery’ with expert advice.
- Young mums use social media more than any other demographic. Bounty research in 2013 showed that nearly 80 per cent of new mums used social networking sites, compared with 51 per cent for the average person. New mums are also more likely to have a smartphone. Television and social media can work together hand in hand.
- These women still find plenty of time to watch TV, according to Thinkbox figures about housewives with children (defining ‘housewives’ as the member of the household who is solely or mainly responsible for the household duties). These show that housewives with children mange to fit in 3 hours and 51 mins of linear TV a day - while 2 hours and 44 mins of this is commercial TV. They watch over 90% of their viewing live or on the same day as it was broadcast.
- A survey by Kantar Media in 2014 found that 82 per cent of mothers of young children, aged five and under, are influenced in their purchasing by comments and reviews posted by other internet users. So TV advertising which plays well on social media can draw a strong response from this group.
- In the Kantar Media survey 58 per cent of young British mums agreed that shopping online makes their lives easier, and many said an online delivery service is an important consideration when choosing where to shop. So they will be open to multi-screen marketing – as long as it’s easy to navigate.
- According to Carat’s CCS survey, 57% of women say they make most of the purchase decisions in the household. Meanwhile IPC Media’s GenerationYnot! Report says 93% of UK women aged between 40 and 60 make all, or most, of the purchasing decisions in their family.
- More than 2.2 million working mothers are now the primary ‘breadwinners’ in their household. That’s one in three working mums, a rise of 1 million since 1996/97. So they not only make purchasing decisions – they also hold the purse strings.
Written by Jenny Cornish